Visual Elicitation of Brand Perception
Visual Elicitation of Brand Perception
About this item
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Author / Creator
Publisher
Los Angeles, CA: Sage Publications, Inc
Journal title
Language
English
Formats
Publication information
Publisher
Los Angeles, CA: Sage Publications, Inc
Subjects
More information
Scope and Contents
Contents
Understanding consumers' associations with brands is at the core of brand management. However, measuring associations is challenging because consumers can associate a brand with many objects, emotions, activities, sceneries, and concepts. This article presents an elicitation platform, analysis methodology, and results on consumer associations of U....
Alternative Titles
Full title
Visual Elicitation of Brand Perception
Authors, Artists and Contributors
Author / Creator
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Primary Identifiers
Record Identifier
TN_cdi_proquest_journals_2539081657
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2539081657
Other Identifiers
ISSN
0022-2429
E-ISSN
1547-7185
DOI
10.1177/0022242921996661
